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Digital Storytelling Best Practices

What makes a good story? What drives engagement on social media? What are low or no-cost ways I can create engaging visual content? Where and When should I post updates? All these questions and more are answered.

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Transcript of Digital Storytelling Best Practices

Digital Storytelling Best PracticesWhat Makes a Good Story?Put Your Audience FirstWhat Drives Engagement?EmotionTypes of ContentVideoFree Content Creation ToolsVideoIncreasing Engagement1. Post where your audience isPublishingBest PracticesQuestions?Caveat: This info correlates most to visual storytelling as that is what we (hopefully) focus on in social mediaKnow What Your Story IsEdit RuthlesslyInclude Basic Factual DetailsA Visual StoryShow Audience Something NewGive Your Story a PurposeBEFOREYou Make Images For ItAs NeededDoes NOTRequire a Cameramaps, charts, graphics, etc.perspective, angle, distance, etc.Or...give your purpose a storyAuthenticityContent brand, but not brandRELATED TOABOUTEmotional Marketing Value (EMV): Basic language harmonics that are always interpreted with the same emotional response. EMV calculates words used and how likely they are to garner an emotional response.EMV Calculator: http://www.aminstitute.com/headline/index.htmHeadline Analyzer: http://coschedule.com/headline-analyzerHave a willingness to take risks and be vulnerableAlign voice to brand mission and valuesAn authentic voice is: helpfulrealverifiablemeaningfulconsistentknowledgablePeople will engage with content that taps into the bigger idea behind the brandExample: Nike "Just Do It"Campaign isn't about the shoes, it's about what you do while wearing the shoesEngaging ContentThinking less about promoting yourselfThinking more about promoting the themes/beliefs/lifestyle of your brand=Customer-centric, not brand-centricPhotoTextGraphicsPhotoInfographicsPicture QuotesText & FontsVineInstagramAnimotoInstagramHipstamaticSnapseedPixlr-o-maticPiktochartQuozioPixtellerChiselNotegraphyTumblrWhat to PostWhere to PostWhen to PostTake advantage of human time cyclesUse analytics to understand when posts have done well in the pastUpdate when you have something interesting to sayTwitter & Facebook: When are fans engaging?Google Keywords: See historical performance of trendsCreate a Content Calendar for your teamIndustry Themes & KeywordsCultural & Global TrendsSchedule of ProgramsRe-Use Evergreen ContentRe-Post or Re-Imagine Asynchronous ContentIdentify Key Audience TraitsIdentify Your GoalIdentify Your Resourcese.g. age, location, gender, etce.g. web traffic, comments, RTs, etci.e. give sites with most activity preference and prioritize your time based upon the type of content that's easiest for you to produce2. Respond to people that engage with you3. Use positive reinforcement Millennials = Instagram and TumblrGen X = Facebook and Twitter Acknowledge replies on Twitter, Thank followers for RTs, Respond to messages on Facebook pagesReward top commenters: highlight them on #FollowFriday, invite them to guest post, hold drawings for comment, like, RT prizesCreate a More Compelling StoryThink Like a ReporterUse Your Own ExperienceHarness EmotionDefine a GoalMethod of DeliveryWho, What, Where, When, & WhyWhat do you find interesting? Highlight it.Negative emotions tend to drive more response, but positive can be correlated to your brand and result in a positive attitude toward your brand.Determines where and what you post and emotion you conveyWhat type of content will you create?ResourcesHarvard Business ReviewHow to Tell a Great Storyhttps://hbr.org/2014/07/how-to-tell-a-great-story/The Power of StorytellingA Scientific Guide to Posting at the Best Timehttps://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogpostsStats for Creating More Facebook Engagementhttps://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-pageThe 5-Shot Method for Shooting Videohttp://www.jou.ufl.edu/faculty/mmcadams/video/five_shot.htmlFree Digital Storytelling Education: Hatchhttps://www.hatchforgood.org/Curated Digital Storytelling Exampleshttp://www.scoop.it/t/dgstorytellingExample: FacebookOtherTimelinesStorifyOnline video editingVoiceThreadhttp://paper.li/fmindlin/1309151130Picture Superiority EffectImages have been proven to make content more memorable vs. words55%Animated VideosLightingFramingPerspectiveTight is rightAngle & EmotionPoint of ViewBackgroundRule of ThirdsNatural light is bestBalance unnatural lightSunrise, Sunset are most evenMake sure sun is behind or to side of subjectUse a mix of overhead and lamp light if possibleBeware of strange objects and their placementEliminate distractions in your compositionPlace points of interest at grid intersectionsCenter placement makes image feel as if it needs croppingFill the picture area with your subjectClosest focus area of most cameras is ~3 feetPlay with angle to convey emotionConsider all actors in the scene and take images from each of their perspectives6 Shot Method2. Hands (tight)3. Face (tight)4. Hands & Face Together (medium)6. Different Angle (not wide shot)10 Second RuleHold the shot for 10 seconds in order to get a 4-second usable clip5. Over the Shoulder (medium)1. Set the Scene (wide shot)Remember: You're Holding the CameraIf you react to what's happening your voice will supersede the actors'If you laugh, cough, or move the shot will be shakyHow To Make a TripodWriting for the WebTreat your online audience like human beings and write about what makes them tick, right?WRONGYour online audience is not made up of human beings. They are wild animals on the hunt.Provide a Good Meal & An Easy CatchInverted PyramidJournalism'sMost important information firstDetails & Background information secondSocial Media Post = LedeWrite for Predators on the RunWrite for SkimmersUse KeywordsEx: "Cheap" vs. "Low-Cost"Google Keyword PlannerPlay with TextAnticipate Their NeedsBulleted ListsAdd White SpaceUse Sub-headlinesUse Different Font SizesHighlight, Underline, ItalicizeCall Out QuotesAnswer QuestionsProvide Relevant LinksSometimes Predators Are LazyUse Short Paragraphs (~4 sentences)Use Short Sentences (~12 words on average)Eliminate Unnecessary WordsAvoid JargonAvoid Needless RepetitionAvoid Needless RepetitionAddress Audience Directly (use "you")AngerHappinessSadnessRelaxationWhy Do People Share?Content evokes emotions, but not powerful enough to invoke sharingContent evokes powerful emotional response, and, therefore, incites sharingFlipagram